O poder discursivo do rock brasileiro na mídia em Pais e filhos

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Colours as Non-Verbal Signs on Packages

Colour is an essential aspect of our daily life, and still, it is a neglected issue within marketing research. The main reason for studying colours is to understand the impact of colours on consumer behaviour, and thus, colours should be studied when it comes to branding, advertising, packages, interiors, and the clothes of the employees, for example. This was an exploratory study about the impact of colours on packages. The focus was on low-involvement purchasing, where the consumer puts limited effort into the decision-making. The basis was a scenario in which the consumer faces an unpredictable problem needing immediate action. The consumer may be in hurry, which indicate time pressure. The consumer may lack brand preferences, or the preferred brand may be out of stock. The issue is that the choice is to be made at the point of purchase. Further, the purchasing involves product classes where the core products behind the brands are indistinguishable from each other. Three research questions were posed. Two questions were answered by conjoint analysis, i.e. if colours have an impact on decision-making and if a possible impact is related to the product class. 16 hypothetical packages were designed in two product classes within the healthcare, i.e. painkillers and medicine against sore throats. The last research question aimed at detecting how an analysis could be carried out in order to understand the impact of colours. This question was answered by conducting interviews that were analysed by applying laddering method and a semiotics approach. The study found that colours do indeed have an impact on consumer behaviour, this being related to the context, such as product class. The role of colours on packages was found to be threefold: attention, aesthetics, and communication. The study focused on colours as a means of communication, and it proposes that colours convey product, brand, and product class meanings, these meanings having an impact on consumers’ decision-making at the point of purchase. In addition, the study demonstrates how design elements such as colours can be understood by regarding them as non-verbal signs. The study also presents an empirical design, involving quantitative and qualitative techniques that can be used to gain in depth understanding of the impact of design elements on consumer behaviour. Hannele Kauppinen is associated with CERS, the Centre for Relationship Marketing and Service Management of the Swedish School of Economics and Business Administration

A leitura da tira de quadrinhos: para uma gramática contrastiva do não verbal com o verbal

O objetivo desta tese foi sugerir à prática didática subsídios que possam contribuir com a condução da leitura de Tiras de Quadrinhos. Promove-se a ideia de que é possível elaborar uma gramática contrastiva do não verbal a partir da gramática do verbal, na consideração de que a leitura da imagem deve estar maciçamente atrelada à vivência diária do ser humano. Perspectivas da Linguística textual, da Semiótica peirceana e da Gramática tradicional foram entrelaçadas para obter-se um suporte teórico julgado eficaz na sustentação da hipótese de que a leitura multifacetada oferecida pela Tira de Quadrinhos é promissora quanto à formação de leitores proficientes. Fazem parte dessa conjuntura a Análise da conversação, a Organicidade do tópico discursivo, a Iconicidade diagramática e focalizações fonéticas, morfológicas e sintáticas envolvidas pelo semântico. No amálgama da tradição com a modernidade, sugeriram-se análises e interpretações da imagem no contexto linguístico-textual. O corpus é constituído de Tiras de Quadrinhos, publicadas diariamente no jornal O Globo, referentemente ao período de cinco anos, de 2005 a 2009

O humor verbal e o livro didático de língua portuguesa: uma análise do aproveitamento didático do humor

Esta tese de doutorado desenvolve considerações a respeito do humor verbal e o seu aproveitamento pedagógico em livros didáticos de Língua Portuguesa. Nosso interesse foi examinar o humor verbal e os mecanismos linguísticos que o provocam, para verificar de que forma foram abordados pelos livros didáticos. Antes de proceder à análise, fizemos breve exposição das principais teorias que estudaram o humor verbal (aquele provocado pelos recursos que a língua oferece). Tratamos também da relevância da escolha das palavras para o texto de humor. Abordamos como os aspectos semânticos (polissemia, homonímia, paronímia, sinonímia, antonímia), semióticos (o papel da iconicidade lexical e da linguístico-gramatical) e pragmáticos (pressupostos, inferências, entre outros) podem contribuir para a construção do(s) sentido(s) do texto humorístico. Como os fenômenos linguísticos não ocorrem isoladamente, uma vez que só se materializam em textos, examinamos em especial os gêneros de humor; os aspectos da textualidade (em especial, a coesão e a coerência) e a relação entre a leitura e o humor (como o desenvolvimento de habilidades e competências de leitura do texto de humor podem ser aplicadas a textos de natureza não humorística). Realizamos breve retrospecto da história do livro didático no Brasil para compreender de que maneira o texto de humor foi sendo incorporado a esse material didático. Analisamos nosso córpus, procurando observar como os textos humorísticos foram abordados: em sua condição de gêneros textuais ou apenas com o propósito de exemplificar ou servir de pretexto para o ensino de algum conteúdo de cunho gramatical; se o humor verbal foi aproveitado e de que forma ocorreu essa abordagem (se a expressividade dos recursos linguísticos foi salientada). O humor verbal oferece rico material sobre a língua portuguesa e pode enriquecer as aulas de língua materna, o que vem a confirmar a relevância da presente pesquisa

O processo de análise de assunto na catalogação de livros em bibliotecas universitárias: aplicação do protocolo verbal

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Verbal instruction abolishes fear conditioned to racial out-group faces

Previous research has shown resistance to extinction of fear conditioned to racial out-group faces, suggesting that these stimuli may be subject to prepared fear learning. The current study replicated and extended previous research by using a different racial out-group, and testing the prediction that prepared fear learning is unaffected by verbal instructions. Four groups of Caucasian participants were trained with male in-group (Caucasian) or out-group (Chinese) faces as conditional stimuli; one paired with an electro-tactile shock (CS+) and one presented alone (CS). Before extinction, half the participants were instructed that no more shocks would be presented. Fear conditioning, indexed by larger electrodermal responses to, and blink startle modulation during the CS+, occurred during acquisition in all groups. Resistance to extinction of fear learning was found only in the racial out-group, no instruction condition. Fear conditioned to a racial out-group face was reduced following verbal instructions, contrary to predictions for the nature of prepared fear learning.

The effects of verbal instruction on affective and expectancy learning

The current research assessed the effects of verbal instruction on affective and expectancy learning during repeated contingency reversals (Experiment 1 and during extinction (Experiment 2) in a picture–picture paradigm. Affective and expectancy learning displayed contingency reversal and extinction, but changes were slower for affective learning. Instructions facilitated reversal and extinction of expectancy learning but did not impact on affective learning. These findings suggest a differential susceptibility of affective and expectancy learning to verbal instruction and question previous reports that verbal instructions can accelerate the extinction of non-prepared fear learning in humans.

Observational research and verbal protocol methods

This paper describes observational research and verbal protocols methods, how these methods are applied and integrated within different contexts, and how they complement each other. The first case study focuses on nurses’ interaction during bandaging of patients’ lower legs. To maintain research rigor a triangulation approach was applied that links observations of current procedures, ‘talk-aloud’ protocol during interaction and retrospective protocol. Maps of interactions demonstrated that some nurses bandage more intuitively than others. Nurses who bandage intuitively assemble long sequences of bandaging actions while nurses who bandage less intuitively ‘focus-shift’ in between bandaging actions. Thus different levels of expertise have been identified. The second case study consists of two laboratory experiments. It focuses on analysing and comparing software and product design teams and how they approached a design problem. It is based on the observational and verbal data analysis. The coding scheme applied evolved during the analysis of the activity of each team and is identical for all teams. The structure of knowledge captured from the analysis of the design team maps of interaction is identified. The significance of this work is within its methodological approach. The maps of interaction are instrumental for understanding the activities and interactions of the people observed. By examining the maps of interaction, it is possible to draw conclusions about interactions, structure of knowledge captured and level of expertise. This research approach is transferable to other design domains. Designers will be able to transfer the interaction maps outcomes to systems and services they design.

Dissociating verbal and nonverbal audiovisual object processing

This fMRI study investigates how audiovisual integration differs for verbal stimuli that can be matched at a phonological level and nonverbal stimuli that can be matched at a semantic level. Subjects were presented simultaneously with one visual and one auditory stimulus and were instructed to decide whether these stimuli referred to the same object or not. Verbal stimuli were simultaneously presented spoken and written object names, and nonverbal stimuli were photographs of objects simultaneously presented with naturally occurring object sounds. Stimulus differences were controlled by including two further conditions that paired photographs of objects with spoken words and object sounds with written words. Verbal matching, relative to all other conditions, increased activation in a region of the left superior temporal sulcus that has previously been associated with phonological processing. Nonverbal matching, relative to all other conditions, increased activation in a right fusiform region that has previously been associated with structural and conceptual object processing. Thus, we demonstrate how brain activation for audiovisual integration depends on the verbal content of the stimuli, even when stimulus and task processing differences are controlled.

Comparison of IQS and verbal-performance IQ discrepancies estimated from two seven-subtest short forms of the WAIS-R

The present study compared IQs and Verbal-Performance IQ discrepancies estimated from two seven-subtest short forms of the Wechsler Adult Intelligence Scale-Revised (WAIS-R) in a sample of 100 subjects referred for neuropsychological assessment. The short forms of Warrington, James, and Maciejewski (1986) and Ward (1990) yielded similar correlation coefficients and absolute error rates with respect to WAIS-R IQs, although the Warrington short form requires more time to administer and score. Both short forms were able to detect significant Verbal-Performance IQ discrepancies 70% of the time. However, they incorrectly yielded significant discrepancies for approximately 25% of the sample who did not have significant differences on the full WAIS-R. The results do not support reporting and interpreting significant Verbal-Performance IQ discrepancies estimated from these short forms.